The relationship between man and technology has been a subject of philosophical interest for some time. Over the years, a number of theories have emerged that attempt to explain the reciprocal influence of man on technology and technology on man, or entire societies. Although debates between determinists (who claim that technology shapes humans) and constructivists (who argue that humans shape technology) will likely never be resolved, this article examines the Proteus effect, which may be closer to one of these perspectives.
What is the Proteus effect?
The Proteus effect is a phenomenon first described by Yee and Bailenson in 2007. It is named after the myth of the god Proteus, who could change his appearance in any way he wished. He was said to use this power to conceal his knowledge of past and future events. Yee and Bailenson noted that individuals using virtual avatars change their behaviour based on the observed traits of these characters while playing them in the virtual world. The researchers argue that players infer from the appearance and characteristics of their avatars how they should adjust their behaviour and overall attitude to meet the expectations set by their virtual representation. There are also grounds to believe that this effect can extend beyond digital worlds and influence behaviour and attitudes in the real world [1].
Proteus Effect – Example of Occurrence
To illustrate how the Proteus effect works with a real-world example, I will refer to a study in which the authors investigated the presence of the Proteus effect during matches played with various characters in the popular MOBA game, League of Legends. Participants in the game are divided into two teams of five players each, who then engage in battle on a map. Before starting, each player must choose a so-called champion. League of Legends allows players to play a match with one of over 140 champions [2], each characterised by different appearances and abilities. The authors of this study analysed how players communicate with each other, considering the champion they play.
The presence of the Proteus effect was measured using the game’s chat. Researchers established indicators such as vocality (“acting more vocal”), toxic behaviour (“acting more toxic”), and positive or negative valence. Valence is a form of sentiment analysis aimed at depicting the emotional state of a player. The analysis results confirmed the presence of the Proteus effect, but not for every champion or type of champion. It was primarily observed through valence and toxicity of speech. The most significant finding of this study was proving that the way players communicated via chat indeed changed with the champion they selected. Depending on the chosen character, a player did not necessarily speak more or less but could exhibit more toxic behaviour and be in a worse mood [3].
Utilising the effect
The Proteus effect is a phenomenon that particularly draws our attention to the relationship between people and virtual worlds. It clearly demonstrates that technology, in one way or another, exerts a direct influence on us, even altering our behaviour. Some researchers have attempted to explore whether this effect can be practically applied, for example, in performing certain jobs. Let’s delve into their studies.
Impact on strength
A group of five German researchers hypothesised that using a suitably matched avatar would cause the person controlling it to perform tasks better than if they embodied a different, non-distinctive character or themselves. In this case, the researchers decided to investigate whether a person whose virtual appearance suggests they are stronger than the subject would lead the subject to exert more effort in physical exercises. In addition to tracking the movements of participants wearing VR equipment, grip strength was also measured.
During the study, participants were assigned avatars according to their gender. They were subjected to a series of physical tasks, such as lifting weights of varying heaviness and squeezing a hand as hard as possible for five seconds. According to the results, the authors conclude that the study cannot be considered representative. No increase in grip strength was observed in women, though such results were evident in men. Thus, it can be partially inferred that a more muscular avatar may influence the strength of men [4].
Stimulating creativity
The following study examined whether an avatar, as a representation of an individual in the virtual world, stimulates creativity. As part of the study, creativity sessions were organised during which participants brainstormed while embodying a particular character. Prior to the sessions, the researchers selected several avatars that were perceived as creative and neutral. Participants were divided into three groups: a control group (brainstorming in the real world), a group using neutral avatars, and a group using creative avatars, defined as inventors. All groups held creative sessions in the same rooms—the control group gathered around a round table, while the others used equipment in the same room in separate cubicles. They then sat at a round table in a recreated space in virtual reality.
The researchers avoided any contact between the participants in the avatar groups before and after the main part of the brainstorming session took place; the subjects never met each other outside the experiment. A key finding, particularly relevant for the future of remote collaboration, is that the groups using non-creative avatars achieved the same results as those sitting at the table in the real world. However, the most important result is the demonstration that individuals embodying an inventor avatar consistently achieved better results for each creativity indicator used in the experiment [5].
Assistance in improving communication
Another study was conducted to explore the potential for training effective communication skills among physicians in the preoperative stage. Communication with patients can be ineffective, partly because doctors may use jargon or phrases from their professional environment. This study utilised two virtual reality experiences. During the experience, participants played the role of a patient. This enabled the researchers to describe the development and impressions that the subjects experienced.
During the experiment, participants experienced negative or positive communication styles in a situation where they were about to undergo surgery. Interviews conducted at the next research stage revealed that participants recognised the importance of good communication skills. Overall, the participants learned and adjusted their communication style in their subsequent work. Virtual reality, in which participants embodied a patient in one of the two experiences, proved effective in providing a fully immersive experience. As participants stated, they felt as if they were the patient. It can be further concluded from this study that the Proteus effect is also useful for educational purposes, improving communication, and increasing empathy towards others [6].
Summary
In the face of continuous technological development, we constantly discover new phenomena that can shape our future approach to technology. The Proteus effect demonstrates that its impact can be much more direct than we may assume. Although this phenomenon is largely harmless, it indicates how we can be influenced by our virtual representation. People have already begun exploring applications of this effect in various areas, such as mental enhancement of strength, supporting creative processes, and improving communication skills. However, to ascertain whether the Proteus effect will become a permanent aspect of our daily lives, we will need to wait and see. Additionally, it is worth noting that Microsoft has begun organising international conferences in virtual reality, utilising avatars for participation. Polish entrepreneur Gryń—former owner of Codewise—has established a company in London to scan people for such purposes. At BFirst.Tech, leveraging its expertise in Data Architecture & Management—specifically through its Artificial Intelligence Adaptations product—a project has been completed for the Rehasport clinic network, enabling surgeries to be conducted in augmented reality (AR).
References
[1] The Proteus Effect: The Effect of Transformed Self‐Representation on Behavior: https://academic.oup.com/hcr/article-abstract/33/3/271/4210718?redirectedFrom=fulltext&login=false
[2] Number based on description at: https://www.leagueoflegends.com/en-us/champions/ (accessed 23 June 2024)
[3] Do players communicate differently depending on the champion played? Exploring the Proteus effect in League of Legends: https://www.sciencedirect.com/science/article/abs/pii/S0040162522000889
[4] Flexing Muscles in Virtual Reality: Effects of Avatars’ Muscular Appearance on Physical Performance: https://www.academia.edu/77237473/Flexing_Muscles_in_Virtual_Reality_Effects_of_Avatars_Muscular_Appearance_on_Physical_Performance
[5] Avatar-mediated creativity: When embodying inventors makes engineers more creative: https://www.sciencedirect.com/science/article/pii/S0747563216301856
[6] Patient-embodied virtual reality as a learning tool for therapeutic communication skills among anaesthesiologists: A phenomenological study: https://www.sciencedirect.com/science/article/pii/S0738399123001696
